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Editorial Board Team

Jean Marc Dautrey — 2023-06-28

Editorial Board Team

Editor's Message

Jean Marc Dautrey — 2023-07-12

Editor's Message

Phatrakul Phaewprayoon — 2023-06-28

Table of Contents

Adopting the Technology Acceptance Model (TAM) to Explore Online Purchase Intention via Facebook Live Streaming: Empirical Evidence from Bangkok, Thailand

Pongsakorn Limna — 2023-06-26

Live streaming, such as, for example, Facebook Live streaming, has been steadily growing in popularity in recent years, which makes understanding how it contributes to online purchases especially critical. This qualitative study seeks to do just that. Using the Technology Acceptance Model (TAM), which posits that both perceived usefulness and perceived ease of use influence the decision to adopt a new technology, it explores customer purchase intention via Facebook live streaming. Purposive sampling was utilized to select Bangkok-based Facebook Live customers for in-depth interviews. The data collected was analyzed using content analysis and NVivo software. The results indicate that online consumers’ perception of usefulness and ease of use influence customer purchase intention via Facebook Live streaming. The ease of leaving comments and receiving responses from the host, creates a seamless and interactive shopping experience and plays a crucial role in the decision-making process. Informative content positively impacts customers. The findings may assist Facebook Live sellers improve service and enhance customer satisfaction and loyalty.

A Typology of the Receptivity of Humanoid Robots by Students in a Thai International University: Results of a Multivariate Cluster Analysis

Scott Roach — 2023-06-26

Despite the rapid advances in the development of humanoid robots (HRs), inquiries regarding their receptivity (user acceptance) by humans is still quite limited with no studies involving a substantial number of respondents being conducted in Southeast Asia and, specifically, Thailand. Therefore, this a pioneering study that examined students in the MBA program of an English-medium division within an international university in Bangkok, Thailand. A self-administered, anonymous questionnaire was developed to generate data. A typology of receptivity to humanoid robots was then created by using a factor analysis that generated four significant factors (HRs viewed as beneficial, viewed as potential friends, viewed with fear, and viewed as potential sex partners) which were then used for a multivariate cluster analysis with demographic classifications. The results indicated that none of the clusters displayed significant difference in demographic make-up. However, the groupings involving gender and nationality were close to significance and may be worthy of further examination in subsequent studies.

An Investigation of Customer Acceptance of Food Delivery Systems

Titima Thanapakpawin — 2023-06-28

This quantitative research study focuses on platform-to-consumer internet-based food delivery systems (FDS), which unlike full-service companies that exclusively serve their own food, enables consumers to compare the multiple providers registered in the platform. Specifically, it aims to identify the factors that may affect the use of FDS. It combines various constructs from well-known theoretical models of technology adoption (TPB, TAM, and UTAUT) with FDS-specific aspects. Age, income, gender, and experience were hypothesized as FDS-use moderators. 400 FDS-experienced Bangkok- and metropolitan-based volunteers participated in this study. Structural equation modeling was used to analyze the theoretical model. The results show that out of the thirteen model variables hypothesized in this study, Relative Advantage influences intention to use the most, followed by Mobility, Complexity, Product Information, Self-Efficacy, Promotion, Facilitating Conditions, Observability, Triality, Compatibility, Social Influence, and Delivery Cost. Among the constructs hypothesized to moderate the model variables, gender was found to moderate Self-Efficacy and Compatibility, experience to moderate Relative Advantage, and income to moderate Complexity. These findings suggest new theoretical model constructions, which could benefit FDS providers, Food suppliers, FDS users, software vendors, and any other FDS stakeholders.

CAPE Ratio as a Prediction Tool for the Stock Exchange of Thailand (SET)

Budsabawan Maharakkhaka — 2023-06-26

This study investigates the predictability of the Cyclically Adjusted Price-Earning (CAPE) ratio (or Shiller PE ratio) on the returns of the Stock Exchange of Thailand (SET), currently the second largest capital market in South-East Asia. Most empirical research studies on the CAPE ratio performance focus on the U.S. equity market and very few on the Thai capital market; hence this research study. Using regression models and cointegration analyses, this paper examines the ability of the CAPE ratio to forecast returns as compared to the ability of the price-earnings ratio and the book-to-value ratio, respectively. The regression estimation shows no significant relationship between the CAPE ratio and the real future returns on the SET. The cointegration analysis, however, reveals a significant long-term cointegration relation between the ratio and the returns on the SET. Among the three ratios considered in the study, the price-earnings ratio is the only one that has a significant relationship with the returns in the regression model. All three ratios show a significant cointegration relation with SETs returns.

Efficiency of Remote versus Office Work in IT Project Implementation and Engineering Mindset of Project Team Members

Kittisak Umaji — 2023-06-26

The purpose of this quantitative study is to compare the efficiency and outcomes of IT projects when implemented in a remote environment versus an office setting. Data was collected vis a survey questionnaire and the respondents divided into two groups according to their roles in the projects. One group consisted of project team members, such as developers, business analysts, and quality assurance, and the other of project managers. Descriptive statistics were used to analyse the data. The findings show that there are significant differences between the remote work styles of project managers and team members as expressed in terms of productivity, effective teamwork, job satisfaction, stress and pressure management, and opinions. Whereas project managers, who must work closely with team members, face significant limitations working remotely, others can work independently away from their offices as fewer contacts with team members are needed. It was also found that the engineering mindset of project team members is a key factor in the success or failure of IT projects. Those with a strong engineering mindset are more likely to successfully implement projects.

Transformational Leadership and Financial Performance: The Mediating Role of Corporate Reputation

Devie — 2023-06-28

This quantitative research study seeks to determine the effect of the transformational leadership style on the reputation and financial performance of manufacturing companies listed on the Indonesia Stock Exchange. Data was collected via a survey questionnaire distributed to manufacturing firms and processed using a structural equation model. The results indicate that transformational leadership can significantly improve a company's reputation, which in turn can improve its financial performance since company reputation was found to mediate the relationship between transformational leadership and financial performance. Of the four key dimensions of transformational, leadership, intellectual stimulation was found to be the most powerful indicator of style. Transformational leadership, however, was found not to have a significant direct impact on financial performance and could even worsen it. These findings give the implication that companies must pay attention to how they implement transformational leadership as in the absence of a strong corporate reputation, this style of leadership alone will not improve their financial performance. This research is expected to be helpful to companies engaged in the manufacturing sector.

Organizational Resources and Work Engagement as Related to New Ways of Working at Private Universities in Bangkok, Thailand

Liqian Yang — 2023-06-28

In the wake of the breakout of the Covid-19 pandemic, new ways of working, such as remote work, have been introduced on a large scale across all sectors, including in higher education. Focusing on faculty and staff members employed at two private universities in Bangkok, Thailand, this quantitative research study seeks to determine the impact of organizational resources, which includes training, autonomy, and technology support, on work engagement, which consists of factors, vigor, dedication, and absorption, in the context of remote work with gender, age, experience, and job tenure acting as control variables. Stratified sampling was used to determine the sample size. 329 valid responses were collected and analyzed using SPSS 21. Multiple linear regression was used to analyze the coefficients. The results indicate that organizational resources can strongly affect work engagement as related to the new ways of working. Institutions of higher learning need to provide sufficient organizational resources such as training and technology support to faculty and staff members to ensure their smooth transition from the traditional ways of working to the new ones and maintain a high level of work engagement. The managerial implications of this study can benefit organizations, including those in sectors other than education.

Workforce Expectations of the New Generation: A Case Study of Thai Social Science Pre-Graduates

Chayapon Soontornwiwattana — 2023-06-28

In the aftermath of the COVID-19 pandemic, understanding the expectations of the new generation workforce (also known as ‘Generation Z’) has become a major concern for companies, large or small. This is especially the case in Thailand, where, due to a persistent low fertility rate, companies are experiencing a shortage of labor and fiercely competing for graduates. Focusing on social science pre-graduates and using a phenomenological approach, this qualitative study aims to investigate their work expectations. Semi-structured interviews were conducted with 8 groups of pre-graduates, each one with a different major in social science. A thematic analysis was conducted, and a new conceptual framework developed. The findings indicate that the Thai new generation value an empathetic and fair work environment. They also anticipate receiving psychological and physical support during onboarding in the form of two-way communication and mentoring and are extremely keen on maintaining a work-life balance. Moreover, they expect fairness in terms of workload distribution and compensation. The results of this study have implications for onboarding and new generation employee development, and the recommendations made can benefit both SMEs and larger firms.

The Influence of Social Media Usage on Entrepreneurial Opportunity Recognition: A Perspective from Ratanakiri Province, Kingdom of Cambodia

Sopheaninh Khoeun — 2023-06-28

Although social media has become a crucial part of an entrepreneur’s strategies and practices, little research on social media usage as related to entrepreneurial opportunity recognition has been done in the context of Cambodia. Focusing on Ratanakiri province in Cambodia, a thriving and dynamic area particularly attractive to investors, this study seeks to investigate the influence of social media usage on entrepreneurial opportunity recognition. Multiple regression was used to analyze the data collected data from a survey questionnaire distributed to 376 respondents. Of the six dimensions of social media usage applied to this study, five were found to have a significant influence on entrepreneurial opportunity recognition. Access to Information and Cost Efficiency had the highest p-value, followed by Technical Adaptability, Product Improvement & Development, and Promotion with an equal p-value. However, the sixth dimension, Network Building, failed to significantly influence entrepreneurial opportunity identification. The results have implications for future research and practice and significantly contributes to the body of knowledge on social media, entrepreneurial opportunities, and related fields of study.

Guideline for Authors

Jean Marc Dautrey — 2023-06-28

Guideline for Authors